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Research Paper

This paper describes how Coca-Cola focused on execution at the point of sale as a fundamental variable for achieving growth in Latin America.

Article

This article explores the impact of big data on traditional market research, arguing that rather than threatening the field it actually frees it to be more focussed and generate better quality insights.

Research Paper

This presentation examines a variety of classical survey measures and questions to establish which remain relevant to today's research needs and which do not.

Research Paper

Scanner-panel data have long been important for understanding advertising’s effects. Although the nature of advertising often has been investigated with scanner-panel data, the nature and value of scanner-panel data itself have rarely been considered.

Research Paper

In this paper the authors present a parsimonious measure of attitudinal equity for all brands in a survey at respondent level.

Research Paper

Historically manufacturers have demanded that research suppliers should provide broader and deeper insight into the habits of the hypermarket shopper because this is the area over which they have traditionally been able to exercise the most control.

Research Paper

Today, the traditional pen and paper method of data collection in consumer panels faces many problems.

Article

This issue of Best Practice looks at the best-known tools for monitoring and evaluating communication campaigns.

Research Paper

In today’s business environment in Japan, manufacturers and retailers struggling against excessive price competition find themselves mired in profoundly strained relationships.

Research Paper

The paper describes an example of a business application created from an existing retail audit panel by combining the data and on a transversal axis, expanding the scope used in traditional retail audit analysis.

Research Paper

While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) measure purchase patterns with the requisite degree of accuracy, and b) the degree to which purchase details can be linked to specific time and location data.

Article

Andrew Ehrenberg, professor of marketing at London’s South Bank University and doyen of consumer purchasing behaviour theory, outlines what loyalty measures measure, how loyalty to different brands differs, and whom to target and what to say.

Research Paper

Marketers are seeking compelling evidence that online advertising is an effective business tool. They are also in search for solutions that provide an effective media plan to target the key segments – where and how can I reach my key segments online? The paper will discuss a groundbreaking research approach providing a closed loop marketing solution for online advertising enabling marketers Identify and target key segments: Linking offline purchase behavior with online internet usage offers an unparalleled opportunity for efficient targeted communication with key customer segments.

Article

Evaluating the results of an advertising campaign is a complex undertaking, not least because the demands on such an enterprise depend on the perspective which is adopted.

Article

In this final article on advertising research for the third millennium Spike Crampthorne asks readers to consider the approach to advertising research in 1982 and shows that views widely held at the time are now known to be seriously flawed.

Article

Some criticism has been raised that tracking systems are inefficient (and do not provide the information needed) when making important media strategy and optimisation decisions.

Research Paper

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.

Article

This paper demonstrates that household panel data can be used to improve our understanding of how advertising impacts our consumers to deliver the measured volumetric responses we observe.

Research Paper

This paper covers the findings of a harmonised measurement of the Internet community. An overview of the 'who, when, where and what' of Internet users across and within major regions of the world is given, with trend comparisons where data is available.

Case Study

This 1998 paper shows how in a situation of post-mature market decline, the recommendation to cancel ad spend and milk a brand's equity as further ad spend would not yield sufficient returns, is not always useful.

Article

Describes with examples from Superpanel/mediaSPAN data the benefits of basing media planning on purchasing behaviour, derived from single-source data, rather than demographics.

Research Paper

A combination of growing prosperity and technological advances has brought a vast increase in complexity to many markets.

Article

Describes the MAX (Managing Advertising Expenditure) Project in the USA. This started in December 1996, under the auspices of the Marketing Science Institute and the American Association of Advertising Industries.

Research Paper

Consumer liking of an ad does not cause noting, neither does noting cause liking. Usage causes both.

Research Paper

'Research is the seeking for fundamental principles. It is the search for laws governing ...